The easiest way to prove you're an expert

👉 a shortcut for punching above your weight

If I told you I was a brilliant cook, would you believe me?

Maybe, I guess. But you probably wouldn’t hire me to cook for you without a bit more evidence.

If I shared testimonials from people I’ve cooked for, that would help.

But you might think they were friends doing me a favour, or maybe their standards aren’t as high as yours.

The ultimate proof of my brilliance would, of course, be for you to eat something I’d cooked.

But that’s not easily arranged and it’s costly for me.

There’s something that’s almost as good: if I publish an interesting recipe and you cook it and it’s brilliant.

You’ll take some of the credit yourself. But you’ll also assume that since my recipe was a roaring success, I must be a pretty decent cook.

And really, that’s why most of us write newsletters.

We’re sharing ideas, tips, how-to guides. And through that we’re demonstrating that we’re experts, great trainers, insightful consultants.

Short of actually working with us, it’s the best evidence potential clients have about our competence. And it’s perhaps the easiest form of evidence to create.

You don’t need decades of experience: just good ideas.

You don’t need tons of qualifications: just good ideas.

You don’t need armfuls of successful clients: just good ideas.

I was on the sites of two quite well-known experts today. I won’t mention names to spare blushes.

One of them had dozens upon dozens of articles.

They weren’t all brilliant. Some were. Most were just decent. But overall they created an impression that this guy knew his topic.

The other one had just a handful of articles. And the last one was published 18 months ago.

I’ve heard from people I know that this guy is good. But that’s not the impression I got from his site.

If you want to punch above your weight there’s no better and easier way to do it than publishing regularly. And a newsletter like this that just makes a simple point and illustrates it with a little story is a super easy way to get your ideas out there.

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